How to Launch a New Culture: Peruvian Food and Art | Martin Morales | TEDx City University London

In today’s world, Globalisation is becoming a widespread phenomenon. Despite this, there are still cultural barriers that hinder individuals to fully integrate into the society. Martin Morales tells the audience his personal experiences of how he overcame cultural barriers and followed his passion of cooking.

Martin Morales worked with Steve Jobs at Apple as Head of iTunes Pan EU, and has held senior roles at EMI and Disney launching the careers in Europe of Miley Cyrus among others. He was also a DJ and music producer. 4 years ago he gave all that up to cook. He is now the pioneer of Peruvian food, London’s leading Peruvian restaurateur, chef and award-winning cookbook author. With Ceviche in Soho he pioneered Peruvian food. He then opened Andina in Shoreditch to showcase the superfood ingredients of the Peruvian Andes. He also runs the Peruvian record label Tiger’s Milk Records and helps run the Peruvian charity Amantani.

This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at

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